Every year, the arduous preparation and relentless adverts for Christmas seem to start earlier. Although you might’ve thought you were safe from this tedious process for at least another couple of months, you would be wrong because Selfridges has already opened its festive shop… in August.

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Yes, that’s right – you can now stock up on presents, decorations and stocking fillers, despite the fact it’s roasting outside, as the Oxford Street branch has opened its doors for tourists who want to take home festive gifts. They’ll even be selling Christmas cake, which is normally only available from its food hall in mid-October (when normal people start thinking about Christmas).

Its Christmas home and decorations buyer, Geraldine James, said:

We have so many customers visiting from all over the world, eager to snap up festive souvenirs on their summer holidays which they can’t buy at home.

We also have a large number of domestic customers who love to Christmas shop very early in the year.

I guess in theory it’s a good idea for tourists who are only in the country for a limited time. However, there are two major problems with this: 1) Who stocks up on Christmas gifts on holiday? And 2) Selfridges opening this early is only going to urge other shops to open this early and before you know it we’re going to be prepping for Christmas in the height of summer. Overall? A really bad idea – bah humbug!

To read about what you should be doing in summer (spoiler – it doesn’t involve Christmas), click HERE.